Wholesome Wave inspires under-served consumers to make healthier food choices by increasing affordable access to locally grown produce.

What We Do

Wholesome Wave strives to create a vibrant, just and sustainable food system. By making fresh, locally grown fruits and vegetables affordable and available, we enable under-served community members to make healthier food choices. Our innovative initiatives are improving health outcomes among low-income families, generating additional revenue for small and mid-sized farm businesses and bolstering local and regional economies.

Our initiatives are implemented nationwide, in 40 states and DC. Working in collaboration with over 110 network members and program partners, our impact can be seen at more than 730 farmers markets and retail sites, dozens of community health centers, hospital systems and food hubs. Each year, our initiatives reach 150,000 under-served community members, as well as thousands of farmers.

Above photo credit to Glenn Charles


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Our Story

James Beard award-winning chef Michel Nischan founded Wholesome Wave in 2007, and in 2008 piloted our premier program—matching the value of SNAP (food stamps) when spent on produce at farmers markets, through something called nutrition incentives. Today Wholesome Wave facilitates the National Nutrition Incentive Network, helping hundreds of farmers markets and small retailers across the country build and grow this work. The Network has expanded to include program innovations, such as those that are working with healthcare providers to write prescriptions that can be redeemed for produce.

In collaboration with more than 100 community-based partners, the Network has expanded across the country, with incentive programs operating at more than 730 farmers markets and retail outlets. To view resources on our work, like factsheets and reports, click here.

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